there's degrees to "falling for that shit" though. the cost of minting an NFT is literally negligible for the coca cola company, and the upside is enormous if it becomes an irrational market like bitcoin was. otoh, making a game centered around NFTs is sad as fuck, those people got screwed hard.

also, this is just my perception, but it could've been the other way around even. bitcoin became an irrational market because there was some purity to its conception: it was merely an unfeasible currency theory put into action, so libertarians could masturbate over it. as lousy as the theoretical pinnings of bitcoin are, there were no companies getting in on the action from the getgo. it wasn't meant to be a casino, it just devolved into one. companies getting day one onto the NFT train just made it way more obvious that it was meant to extract profit from compulsive gamblers, and the unsightliness accelerated their demise. it was just too on the nose for most people.